Microsoft Bing Still Has Room to Grow, Says Exec
Microsoft's general manager of corporate strategy, Charles Songhurst, told an audience at a technology conference that Bing had several areas in which it could grow, including internationally and in the mobile-search space. A new research report by Nielsen suggested that Bing fulfilled 10.7 percent of U.S. online searches in August, a robust gain from July but nowhere near to threatening Google's 64.6 percent market share in the same space.Microsoft's general manager of corporate strategy, Charles Songhurst, used a Sept. 14 question-and-answer session at New York's Jefferies Annual Technology Conference to outline Redmond's strategy for Bing, suggesting that the search engine has yet to be pushed fully onto the global stage.
"We haven't launched Bing in International," Songhurst told the audience. "It's active and usable, but it hasn't had the marketing push behind it. And what we've found is that that marketing push makes a huge difference."
In the weeks following Bing's June 3 rollout, Microsoft had pushed the search engine in the U.S. marketplace with a massive ad campaign estimated at between $80 million and $100 million.
"We've internalized what Google has been saying over the past few years, which is they see mobile search as one of the biggest areas," Songhurst said. "One of the things that we've designed in the way that Bing is designed is, a lot of the way that Bing is slightly more tailored, slightly more [customized], slightly less results and slightly more data per result actually suits the mobile world."
He added: "We're very, very focused on how we tailor Bing to have results that are geo-specific, location specific, and fit the various UIs."
Bing faces a similar uphill battle for market share against Google in the mobile-search space, however. According to a comScore report released in August, Google owns 52.5 percent of the mobile-search space, with Yahoo coming in second at 22.6 percent and Microsoft at 8 percent.